Game Packaging More Important Than You Realize

Greg Tito

PR for Dungeons & Dragons
Sep 29, 2005
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Game Packaging More Important Than You Realize



Even as the game industry moves towards digital downloads, game packaging is still relevant, especially for collector's editions like Modern Warfare 2.

Justin Carroll is a partner and the creative director of Hamagami/Carroll, a company which designs the packaging for many of the boxes you see on game store shelves. Carroll admits that the industry might be moving away from snagging customers with physical displays like elaborate boxes but affirms that packaging still contributes to a consumer's overall experience.

"For a number of reasons, the balance of power in marketing communications is shifting away from the package," Carroll said. "The package is one of the important touch points in connecting with consumers -- there's still that wow factor when a new shooter product hits the shelf, or an awww factor for something cute like the Littlest Pet Shop games."

He went on, "We always compare game packaging to a billboard -- you have about three seconds to grab someone's attention and deliver a message -- but in this case it's a walk-by rather than a drive-by."

Caroll's company recently designed the Modern Warfare 2 collector's edition, complete with the night vision goggles. "With the killer AAA titles it will always make sense. Look at Infinity Ward's "unboxing" video for Call of Duty Modern Warfare 2: Prestige Edition on YouTube, we did the packaging. Over three million views to date. Obviously someone thinks that over-the-top package offers something valuable." Check out our own unboxing post from Jordan Deam [http://www.escapistmagazine.com/news/view/96019-Unboxing-Modern-Warfare-2s-Prestige-Edition] for a look at the package that Carroll created.

What were some of the packages that stood out for Carroll? The ones that had some artistic inspiration as opposed to marketing-based thinking. "I've always loved the Mario Kart Wii package, which we didn't do," he said. "That pack front hits on so many levels, but I doubt that the designers went down a checklist when they were in the process of designing it."

What was the worst experience he had making a game box? "It can be painful. I think we worked on Enemy Territory: Quake Wars for almost two years, and we must have done 300 concepts."

To put that in perspective, that's more time than some complete games take to make. And given the final product, I'm not sure that was 2 years well spent.

Source: Gamasutra [http://www.gamasutra.com/view/news/26324/Interview_Whats_In_A_Box_Game_Packaging_Unpacked.php]

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Abedeus

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Sep 14, 2008
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Wow, color me surprised, I wasn't expecting Quake Wars box to pop out. Still, I wonder if they could show some alternative boxes.


...Oh, and let's not forget about some games that obviously didn't need a good packaging to sell nicely. I'm looking at you, Mass Effect 2.
 

Distorted Stu

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Sep 22, 2009
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With game box art i tend to look for somethign thats different. Most box arts have the main character on the front and therefor ei tend to ignore them because they are so generic. Games like Bioshock on the otherhand attract me because its just the title, therefore making me want to look at the back of the box out of curiosity.
 

Lord George

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Aug 25, 2008
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Never judge a game by its cover, some of the best games I own have the dullest covers, just look at Morrowind and Oblivion.
 

Kollega

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Jun 5, 2009
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Yes, it is important no matter what. I like me some good cover-art. It is, indeed, an art - you must make cover good enough to attract attention. Sure, we must not judge a game by it's cover, but won't it be even better if the cover can accurately convey at least the basics?
 

Frankydee

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Mar 25, 2009
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Not really surprising. I've always said the people usually want something more tangible than a title screen. Hell, I can't even buy a used game that's missing it's original case cover and booklet. Not sure why but I just can't.
 

BobisOnlyBob

is Only Bob
Nov 29, 2007
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For me, full-colour instruction books are important, provided there IS one. Valve gets away with only having a reference card; that's fine. However, if I'm playing a game with a full booklet, it's gotta be full-colour and full-quality. Good examples include Kingdom Hears and Oddworld: Abe's Oddysee.
 

Gildan Bladeborn

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Aug 11, 2009
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I find those unboxing videos to be baffling, as I can't understand why anyone would want to watch other people open things online.
 

Cyberjester

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Oct 10, 2009
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o.0

That's a long time for the art they came up with..

Although I think the dudes lying.. No-one releases a good cover these days. Most games don't even come with a paper manual. One of the reasons I like buying the special edition, is that they generally put effort into those. Slimline DVD Amaray case with a disc inside.. Laaaame.
 

RogueDarkJedi

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Dec 28, 2008
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Here's a link to all the known game boxes they designed [http://www.mobygames.com/browse/games/hamagamicarroll-inc/package-design-by/].

I was especially happy with Battlefront II being on that list.

BobisOnlyBob said:
For me, full-colour instruction books are important, provided there IS one. Valve gets away with only having a reference card; that's fine. However, if I'm playing a game with a full booklet, it's gotta be full-colour and full-quality. Good examples include Kingdom Hears and Oddworld: Abe's Oddysee.
Man, I love Kingdom Hears. Such a good game. I kid (it is a good game though) but I agree that game manuals need to stop being less than 2 pages.

But here's another point of view that was brought up by one of my teachers: Manuals are not as useful anymore. Few people read the manuals before playing and most of their information is in the game already (or online). It costs more to print the manual (even more for colored) and there is always a risk that something in the manual will be stated but will not make it into the final game. Considering that it will cost a publisher more to print manuals (these charges get pushed on the quota that has to be filled until the developer will receive actual positive revenue). Developers can save themselves time and money by including all the information within the game.

You want people to play your game, not read about it (as much as that might still be).
 

Pegghead

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Aug 4, 2009
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Your damn right games packaging is important. Back in the '80s most people just threw away their games packaging, now they've become rare collectors items.
 

Murlin

I came here to laugh at you
Jul 15, 2009
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harhol said:
Box art is the only thing I consider when buying new games.
Yeah...great method...really...

OT:I can kinda understand it, box art is an everlasting publicity, it might even incite the need to play the game again if you just find the box lying around your room (at least for me)
 

008Zulu_v1legacy

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Sep 6, 2009
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I'd post my box openings online, but I always seem to get paper cuts and faint at the sight of blood.

I usually get the CE of games, when they are worth it, the boxes are good for holding all the extra crap you look over while the game installs.
 

Jared

The British Paladin
Jul 14, 2009
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Dosnt surprise me really. Packaging is always going to effect what we buy and how we perceive a product. No matter what anyone says